Growth actu: how to attack key accounts on LinkedIn?

Creating a multi-channel sequence

A multi-channel sequence is a communication strategy that uses several channels (emails, messages, LinkedIn, sms etc.) to reach its target more intelligently. This type of strategy has several advantages:

• Reach a wider audience through a variety of communication channels.

• Increase the chances of conversion by reaching prospects where they are active.

• Allow prospects to choose their preferred response mode, improving engagement.

• Gather precise data on the performance of each channel to adjust strategy.

• Strengthen brand presence by maintaining consistency and visibility across multiple channels, which can build credibility and trust with prospects.

As you can see, you need to choose which channels to position yourself on, and in which direction!

Here’s an example:

Here, the chosen channels are :

• LinkedIn and email

The strategy starts with an addition to LinkedIn :

• If accepted on LinkedIn within 7 days, a message is sent

• If not accepted on LinkedIn within 7 days, an email is sent

So you need to think about how you want to proceed, and for how long!

The next question is: how do I address my target?

Copywriting

Bear in mind that you’re not the only person to contact your prospect. You have to write strategically to stand out.

First of all, ask yourself the right questions:

• what’s the objective: a product demo, a meeting?

• What level of language is used: fluent, sustained, colloquial?

• what professional jargon to use: insert key words and expressions commonly used in your target market. This will support your expertise.

Then write your sequence, not forgetting to include elements of customization based on weak signals, KPIs, sector and persona! Here are some examples of Linkedin-specific copywriting. Please note that these are just examples. Copywriting is unique and adapted to your KPI, so don’t try to copy and paste. It may just give you some ideas.

Once your messages are ready, you can launch your sequence. But we have one last trick up our sleeve.

Prepare the intervention of a 2nd team member

To give your strategy even greater impact, here’s our tip: integrate a new member of your team.

Let me explain.

When you send your first message, you’re the only person to speak to. On a dunning message, you include a colleague:

“I’d like to ask you again to include Louis, our manager {{secteur}}, who will give you more information. He’s already working with {{concurrent 1}}.

This shows that you’re an organized team with different profiles that match your target audience.

Prepare Retargeting on accounts by importing accounts on linkedin ads

Thanks to our subsequent scraping, we’ll be able to carry out retargeting. This is a campaign to reach people who are already familiar with our company, in one way or another via advertising.

With LinkedIn Ads, you can choose which companies or individuals can be reached by your campaign. Our goal here is to make sure our target sees us.

Here, we will make 2:

• Campaign targeting THE persona (50% of budget): the aim is to ensure that our main persona sees our ads.

• Campaign targeting the whole company minus the persona (50% of the budget) = here, we’re sure that all the important people will be able to see the ads and talk about them to our persona.

In short, we’re everywhere!

Prepare a dedicated landing page for each company

To score even more points and make sure we get noticed, we’re going to create a landing page for each account.

If we are targeting Total, then our LP will be :

• in box colors
• highlight why we can help them
• how
• Dedicated video with total thumbnail x {{my box}}
• CTA to contact form/ calendly